How Ocean Spray’s Brand Leader Collaborated with Bryan Cranston on a Captivating Holiday Ad Campaign

Basio badr

ago 12 hours

Ocean Spray has teamed up with actor Bryan Cranston for a unique holiday ad campaign that showcases the cranberry harvesting tradition. Cranston, renowned for his roles in acclaimed shows, steps into the role of Cranpus in “Just Add Cran, Beware of the Cranpus.” This character, inspired by folklore, embodies a fun, mischievous spirit while celebrating cranberries.

Understanding the Cranpus Character

In the ad, Cranston portrays Cranpus, a half-man, half-goat creature obsessed with hoarding cranberries. This clever twist draws inspiration from Krampus, a figure in Central and Eastern European folklore who traditionally accompanies Saint Nicholas. Cranston, dressed in a meticulously crafted costume complete with curled horns, vividly brings this character to life.

A New Strategy for Holiday Marketing

Trinh Le, vice-president of USA branded marketing at Ocean Spray, emphasizes that the holiday season is crucial for the brand. Each year, they celebrate the Fall Harvest in Foxborough, Massachusetts, where cranberries symbolize the region’s cultural heritage.

The holiday season is Ocean Spray’s biggest marketing period, according to Le.
The brand’s marketing efforts feature myths surrounding their cranberry bogs.
Cranpus, as a character, adds a layer of intrigue uncommon in other brand narratives.

Collaboration with Bryan Cranston

Cranston was drawn to the campaign’s playful storytelling and the creative process behind it. Initially, he received various scripts from the ad agency Piggyback, which he found resonated with his own experiences. He has often been playfully called “Cranny” or “Cranman” by friends.

Le noted that Cranston was deeply involved in developing the Cranpus character, contributing to the story, tone, and wardrobe. The team aimed to deliver a campaign that was both playful and relatable while showcasing Ocean Spray’s full range of products.

Filming and Uniqueness of the Campaign

This year marks the second iteration of the “Just Add Cran” campaign. The team had extensive discussions to ensure a narrative that would resonate with audiences. Filming Cranston in costume showcased not only his acting talent but also the intricate details crafted by the costume department. Notably, all costume elements were created without any CGI.

Le expressed excitement over memorable moments during filming, particularly Cranston’s karaoke scene, where his vocal abilities shone through multiple takes.

The Role of Social Media

As part of the campaign, Ocean Spray is transitioning to a more “social-first” strategy. With over 100,000 followers on Instagram, the brand plans to incorporate the Cranpus character into their social media narrative. Le highlighted that social media has become integral to the brand’s marketing efforts, seeking innovative ways to engage consumers. Through this approach, they hope to emphasize the essential role of cranberries during the holiday season.